F&C

Insight

• Founded in 1868 to bring the benefits of creative and responsible investing to a wider audience, F&C is the world’s original investment trust
• F&C provides a reliable foundation for any investment portfolio – one that aims to deliver steady, long-term capital growth and a healthy dividend income

Idea

• It’s smart to start with F&C
• Smart investors start with F&C. They trust F&C to provide the cornerstone to their investment portfolio – the firm foundation on which to build and grow
• Bringing clarity and simplicity to investing in preparation for life’s big moments

Identity

• Inspired by F&C and you – helping you achieve your financial goals and setting you up for success
• A bold, vibrant visual identity that represents a definitive break with the category’s corporate traditions
• The brand’s tone of voice is equally refreshing and human, standing apart in a jargon-filled space that often appears complex and opaque to new investors

Implementation

• Brand strategy & positioning
• Narrative and values
• Verbal identity
• Messaging and copywriting
• Visual identity & guidelines
• Assets and applications: print, digital, OOH and broadcast advertising